Transforming apathy into desire for M&S Changing the conversation on fit & body image Creating a cultural icon Re-positioning Britain's oldest luxury shoemaker Landing value in luxury Starting a self-care movement A virtual service for luxury shoppers Connecting with customers through radical empathy A fresh approach to beauty for a generations old retailer Building desire through culture & community Turning a product truth into a galvanising rally cry Elevating a supermarket from a retailer into a brand